Building and Sustaining the Brand in Asia
The company had never developed a consistent and structured presence in Asia even though its products were relatively known in the design community. The management was also not aware of the Asian retail dynamics and expectations in terms of branding, lifestyle positioning, commercial strategy and after sales service.
With Texere Advisors
Spring 2016Texere Advisors Singapore office
Mapping of potential partners
Drafting of a standard contract for retailers
Summer 2016Reorganising the distribution
Meetings with potential dealers
Negotiation and appointment of new Shanghai and Singapore partners
Reactivation of Philippine dealer
Autumn 2016Building the brand
Brand building through various marketing initiatives
First media editorials in Asia
Product placement at AD China booth during Salone del Mobile Shanghai.
Winter 2016Geographical expansion
Client expands Texere Advisors' geography to include Hong Kong and Australia
Spring 2017Brand and market development
Re-engagement of Australian and Hong Kong dealers
Strong media launch in Asia
Participation to 'Design Shanghai'
First educational visit for architects, media and partners from Asia
Development of Japanese and Taiwanese markets
Texere Advisors has continuously brought to its client an in-depth knowledge of different markets and its dynamics, supplying market intelligence and tools to better approach it, while designing an appropriate brand strategy. This has led to multiple benefits for the Brand: brand awareness, retail presence through branded spaces, a structured and systematic approach to the market through implementation of sales and marketing tools, turnover growth and viable long term growth path.